Scaling water resilience through partnerships

Water is one of the world’s most precious resources. It fuels everything from the food we eat to the energy we depend on. Yet the systems that provide it are at breaking point. Freshwater ecosystems cover less than 0.01% of the planet’s surface, and more than half of the world’s wetlands have disappeared since 1900. The decline of our freshwater ecosystems is a warning sign we cannot ignore. WWF’s Living Planet Report, revealed that monitored populations of freshwater species have seen an average decline of 76%.

As climate change accelerates these challenges, we recognise that no single organisation can solve the freshwater crisis alone. This shared urgency is what brought Reckitt and WWF together in 2021.

This article outlines how we, in partnership with WWF and local entrepreneurs, are scaling global water resilience through ecosystem restoration, science‑led collaboration, and last mile solutions that protect freshwater systems while expanding access to safe water.

By aligning business goals with ecological protection, we are moving beyond traditional philanthropy toward an integrated approach that leverages the scale of global industry alongside the deep conservation expertise of WWF.

For Reckitt, the goal is to be water-positive in all water-stressed locations by 2030, but achieving this requires a system-level strategy: restoring the water sources that sustain communities, vital ecosystems, and industry alike.

The impact of this collaboration is measurable and growing. To date, the partnership has:

In the last 18 months alone, we saved and replenished over 1 billion litres and reached over 84,500 people through conservation and stewardship activities.

Nature-based solutions in action

The Reckitt and WWF partnership drives collective action in the regions that need it most. Here is a snapshot of our strategic interventions:

Innovation on the ground with Kusini Water

While our partnership with WWF addresses broad ecosystem health, Reckitt’s collaboration with Kusini Water through the Reckitt Catalyst programme focuses on the ‘last mile’ of water access.

Kusini Water, founded by Murendi Mafumo, uses a uniquely local innovation: solar-powered filtration systems that use macadamia nut shells as a carbon filter. Reckitt’s involvement goes beyond a grant to also provide direct technical assistance from its quality assurance and manufacturing experts to help Murendi scale his operations.

The Journey of Water

The spirit of these partnerships is rooted in the understanding that environmental health and business continuity are inseparable. We rely on clean water to manufacture our products, just as our consumers rely on clean water to use them.

This link was recently captured through the Journey of Water in South Africa. A group of Reckitt employees alongside WWF representatives and Murendi from Kusini Water, trekked through the Northern Drakensberg to better understand the water crisis. They worked alongside communities to protect a local spring, seeing firsthand how nature-based solutions – like clearing invasive species – directly improve water replenishment and access.

By walking the path water takes, from the mountains to the tap, our teams built an understanding of freshwater systems and a connection to our purpose. It is a reminder that behind every product we make is a complex, fragile ecosystem that requires our collective stewardship.

Safe water is a human right. Through strategic partnerships, scientific mentorship and a commitment to ecosystem restoration, we are striving to ensure a future where everyone can rely on clean, safe water.